We helped the Canadian Cancer Society transform SmokersHelpline.ca into a responsive, flexible and accessible website, supported by CRM, for a seamless customer view.
Microsoft Dynamics 365 CRM
Not for Profit • Healthcare
Microsoft Dynamics 365 CRM, Sitefinity, Microsoft Azure, Microsoft.net
At the end of the day, we wanted a tool that was going to work, work well for our clients and have longevity. Whitecap helped us get there.
The Canadian Cancer Society (CCS) is a national, community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. SmokersHelpline.ca is a mission program of CCS offering tools, support and information about quitting, smoking and tobacco use for Canadians in five provinces and one territory.
Information in Separate Databases
With silos of information across the organization, CCS struggled to get a complete picture of the people who use their services, and the people taking part in CCS programs often needed to re-enter basic information every time they accessed a new program or service.
“Because all our information was in separate databases, we really didn’t have a good understanding of how clients interact with us,” says Stefanie MacDonald, Manager, Mission and Business Solutions, Canadian Cancer Society. “We wanted to have a 360 view of our constituents and how they are engaging with us from a mission standpoint.”
CCS knew a Customer Relationship Management (CRM) platform could capture every interaction and detail program participation, while eliminating the need for participants to constantly re-enter their data. In addition, SmokersHelpline.ca, the CCS website to help people quit smoking, needed a major refresh to provide for mobile access and greater flexibility to modify content.
But, CCS faced issues getting a revamped SmokersHelpline.ca off the ground with a previous vendor. Tapping into a long-standing relationship, CCS asked Whitecap for help get their project over the finish line.
Seamless, 360-view of their clients across all program areas
Building on CCS’ vision of a seamless, 360-view of their clients across all program areas, Whitecap knew that any CRM deployment needed to be built on a common data model framework to provide seamless communication across program areas, and enhanced reporting as more CCS programs implemented CRM.
Previous attempts at deploying Microsoft Dynamics 365 CRM didn’t consider that the data collected by SmokerHelpline.ca needed to communicate with other applications and program areas. Without a common data model at the heart of the solution, CCS would have faced problems integrating other programs down the road, not to mention maintenance issues.
“There are fairly common interactions with our clients across program areas, so we knew if we could streamline our intake process with CRM it could free up staff to do more intensive work for cancer information or Smokers’ Helpline or other services,” says Kyle McKeown, Senior Coordinator, Partnerships and Promotions, Smokers' Helpline at the Canadian Cancer Society.
A big reason to move from their previous software to a custom solution was a need to more easily update or change content and add new information to their site more quickly.
“We were very limited in terms of what we could do and our control over the previous tool,” says MacDonald. “Any changes we wanted were costly or couldn’t be done within the confines of the system. We were really looking for something that would give us a little more flexibility and let us be more nimble.”
CCS had engaged a vendor who created the visual design for the new SmokersHelpline.ca. Whitecap turned the design into a functional and responsive website using Sitefinity Content Management System (CMS) to give CCS the autonomy they wanted, while delivering a responsive design that’s ready for CCS clients’ growing mobile demands.
MOBILE AND ACCESSIBLE
CCS knows that approximately 60% of SmokerHelpline.ca traffic comes from mobile devices and that number continues to grow. The previous site was not mobile-friendly so moving to Sitefinity gives clients a better mobile experience.
“We set mobility as a key priority and Whitecap has delivered spectacularly on that front,” says McKeown.